In the Spring Festival of 2020, the total use time of Apps across the entire network increased by 26% compared to the 2019 Spring Festival. Among them, games, videos, and news products saw the most significant growth, reports released by Aurora showed.
Judging from the best-selling list of iOS games during the Spring Festival, Tencent's "King of Glory", "Peace Elite", Netease's "Yin Yang Shi", "Fantasy Westward Journey" and other established mobile games are still the biggest winners.
For a few game products, the server was "down" because of too many players and had to be temporarily maintained.
Gamma data shows that in the 7 days of the Spring Festival, the top 10 games in the iOS bestseller list increased by more than 40% year-on-year, and the TOP10-60 games increased by more than 100%.
National Securities estimates that the monthly sales of "Yin Yang Shi" under NetEase may be in the range of 600-700 million, a record high since 2019.
Aurora's statistics show that the DAU of the "Glory of the King" and "Peace Elite" during the Spring Festival holidays have increased significantly from the beginning of the month and from the same period last year.
In addition to these leading mobile games, games such as chess and card, leisure, social and other categories also performed well in the Spring Festival this year.
The "Play It" app, which focuses on social casual games, including many popular games such as Werewolf, ranked about 400 on the App Store free list before the Spring Festival, and entered the App Store free list TOP 20 at the end of the Spring Festival period, and has long occupied the App Store free list TOP 10.
At the same time, chess and card games accounted for 40% of the top single day of the TOP10 free list on iOS, which basically accounted for half of the country. This is also because people's offline gatherings have been cancelled, so this social, chess and card entertainment needs have been transferred to online.
In order to cope with the special Spring Festival holiday this year, some chess and card games have also been adjusted in time. For example, the Tencent chess and card game was announced in the afternoon of February 1. From now until February 9, "Happy Mahjong" and "Happy Landlord" will open the friend room function for a limited time.
This year's Spring Festival holiday was originally an important battlefield for short video platforms.
As of January 15, Kuaishou, Douyin, and Tencent Weishi have all come up with their own Spring Festival red envelope solutions.
Among them, Kuaishou and the Spring Festival Evening issued over 1 billion, Douyin divided up 2 billion, and Weishi also provided 1 billion. In short video field alone, the total amount of red envelopes for the Spring Festival in 2020 exceeded 4 billion yuan.
The Aurora report shows that the overall penetration rate of the short video industry has reached 80%, and it will gradually enter a stable period in the future.
At the same time, from the perspective of the increase in penetration and overall use time, the increase in the 2020 Spring Festival is significantly higher than that in the 2019 Spring Festival.
From January 24th to 29th, the daily average DAU of Douyin is about 300 million, and the fast hand is about 170 million, which has increased significantly compared with last year.
During the Spring Festival, in addition to the growth of DAU, the total use time of short video platforms also increased by about 16% compared to the beginning of the month. In fact, in addition to the Spring Festival promotional activities, people at home due to the pneumonia epidemic also promoted the growth of short video users.
In the face of the epidemic, Quick Hand and Weishi have launched the "Pneumonia Prevention and Control" channel, and output authoritative, timely and accurate epidemic information through short videos. The information disclosed by Kuaishou shows that as of January 31, the number of hits on the Kuaishou Pneumonia Prevention Channel has exceeded 3 billion.
In terms of long videos, this year's Spring Festival has also become an important way for users to spend time at home. In 2019, the total use time of the online video industry decreased by about 1.8% during the Spring Festival, but this year, the total use time of users has increased by 6.5%.
Among the three major platforms of Youku, iQiyi and Tencent Video, the increase in DAU during iQiyi's Spring Festival is the most obvious. From the DAU data, iQiyi and Tencent Video are on the same footing, and Youku has the lowest average usage time per person. Tencent video is also basically the same, about 100 minutes, Youku is 67.4 minutes.
It is also worth mentioning that because of the beating of the new year's New Year's Eve movie "Aunt", the DAU of the watermelon video increased by nearly 20% on the first day of the year, and the per capita usage time during the Spring Festival holiday reached 165.4 minutes, compared with 97.6 minutes last year .
